Editorial: Yes, there is life outside London

News that The New Millennium Experience Company is looking for nine locally-based consultancies to publicise its activities in the regions represents a welcome change of direction in a communications campaign that has to date been London-centric and highhanded.

News that The New Millennium Experience Company is looking for nine

locally-based consultancies to publicise its activities in the regions

represents a welcome change of direction in a communications campaign

that has to date been London-centric and highhanded.



Any attempt to divert attention away from the Greenwich-based Millennium

Dome can only be beneficial. A Gallup poll earlier this year showed that

a majority of the public feel no involvement in the Millennium project,

with many complaining that the Government had never asked people how

they wanted to celebrate.



By taking a more local approach, the New Millennium Experience Company

has an opportunity to gain a ’licence to operate’ in these

communities.



It is also good news for ’regional’ consultancies. Many agencies

operating outside of the M25 perimeter claim national and international

status, but by playing down the importance of their location they are in

danger of failing to spot an important new area of opportunity.



Organisations are increasingly under pressure to take responsibility for

their impact on the communities in which they operate. But if corporate

responsibility only consists of a one-way dialogue companies will never

gain public trust.



There is now a real opportunity for ’regional’ consultancies, armed with

an in-depth knowledge of local community concerns and media

infrastructures, to facilitate a valuable channel of communication for

these organisations.



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